The Role of Logo Recoloring on Perceptual Fluency in Cause-Related Marketing Campaigns

Harmon-Kizer, Tracy R.

doi:10.1080/10496491.2019.1612492

Cited by 7 publications

(6 citation statements)

References 45 publications

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“…The importance of branding and promoting eco-labels lies in enhancing consumer and firm awareness of these eco-labels. [23] Previous research indicates that brands with high conceptual congruence tend to have enhanced attitudes. The firm's reputation may be damaged if the partnership is perceived as being as extremely incongruent; establishing perceptual congruence is not successful.…”

Section: Articlementioning

confidence: 99%

“…Scholars have conducted research on the visual identity elements mentioned above. Twenty-two studies on the characteristics of single visual recognition elements, including studies on logo shape (angle, circle) [61,69], complexity [79], naturalness [28], combination [65], and redesign [23] There are a maximum of 15 items. This is followed by research on brand colour perception [62], and association [25].…”

Section: General Details and Study Designmentioning

confidence: 99%

“…Therefore, consumers use colour cues to evaluate products and make decisions because colour has the core intrinsic meaning of the brand identity [93]. Consumers from different cultures have different preferences for colour [23,100]. For example, consumers in ethnic restaurants are more likely to choose to use bright colours, and the brand colour should be consistent with the brand positioning [15,101].…”

Section: Brand Visual Identity Element Preferencementioning

confidence: 99%

“…as well as consumers' perceptions of visual identity form the primary impression of the brand's visual image [21]. Numerous research papers discuss the perceptual fluency of visual elements [22,23], elucidating how individuals perceive these elements and how this perception influences consumer attitudes and brand development [24].…”

Section: Introductionmentioning

confidence: 99%

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Effects of Brand Visual Identity on Consumer Attitude: A Systematic Literature Review

YU,

ABIDIN,

SHAARI

2024

Preprint

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Brand visual identity is a critical component of brand image and impacts consumers' brand perception and attitude. Although scholars and practitioners have increasingly researched brand visual identity, most focus on brand communication and corporate management perspectives, necessitating a systematic review of consumer attitudes based on brand visual identity elements. This study aims to review the impact of brand visual identity on consumer attitudes and provide directions for future research. We conducted a systematic search using PRISMA guidelines, reviewed relevant articles published in four databases (Web of Sciences, ProQuest, Scopus, and Elsevier) in the past two decades (2004-2024), and obtained 559 articles in April 2024. We conducted a thorough peer-review of both theoretical and empirical journal articles, followed by a scoping review. Thirty-four studies were eligible, analysing consumers' perceptions of various core elements of brand visual identity (BVI) (such as brand logo, colour, name, typography, and font), as well as the impact of brand visual identity on consumer attitudes and the practical implications of brand management. The results show that the consumption of visual identification elements affects consumers' perceived brand quality, brand personality, brand satisfaction, loyalty, favourability, and so on., as well as purchase intentions and social attitudes. In summary, the findings indicate that brand visual identity elements impact consumer perceptions and attitudes. However, despite some progress, further research is necessary to arrive at more definitive and robust conclusions.

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Section: Articlementioning

confidence: 99%

Section: General Details and Study Designmentioning

confidence: 99%

Section: Brand Visual Identity Element Preferencementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Effects of Brand Visual Identity on Consumer Attitude: A Systematic Literature Review

YU,

ABIDIN,

SHAARI

2024

Preprint

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“…Of the several forms of processing fluency, two specific forms are of interest in the context of visual recognition perception-namely, perceptual, and conceptual fluency (Shapiro, 1999). Harmon-Kizer (2019) research indicates that the adjustment of the brand's logo colour, in terms of processing fluency, can improve the ease with which consumers recognise and process brand elements as well as wider cause-related marketing activities. For example, when individuals are exposed to the McDonald's logo multiple times, they become familiar with its visual features (e.g., the shape of the golden arches) that are associated with the brand name (McDonald's), thereby, easily identifying the brand later (Park et al, 2013).…”

Section: Literature Review On Visual Identity Related Theories Of Vis...mentioning

confidence: 99%

A Comprehensive Review on Time-honoured Chinese Medicine Brands of Visual Identity

Menguyao,

Zainal Abidin,

Shaari

2023

IJARBSS

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As the consumer demographic shifts towards a younger audience, the traditional visual identities of time-honoured Chinese medicine brands are facing challenges in keeping up with the evolving trends. To enhance consumer attitudes and perceptions, it has become imperative to rejuvenate the visual identities of these venerable brands. This study primarily aims to categorise the established time-honoured Chinese medicine brands along with their respective visual identities. By assessing the present status and significance of these historic brands, the research endeavours to investigate how key visual identity components such as symbols or logos, brand colours, typography, and brand names impact consumer attitudes. Through an in-depth exploration of these foundational visual identity elements, the study aspires to augment the consumers' positive brand perceptions towards time-honoured Chinese medicine brands. Moreover, the research aims to construct a comprehensive conceptual framework that not only contributes to the current understanding of consumer attitudes but also lays the groundwork for future research by offering valuable insights into these attitudes and related dimensions.

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Leveraging Strategic Planning to Navigate Volatile Environments

Murillo,

Atristain-Suárez

2023

Creating Economic Stability Amid Global Uncertainty

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The Role of Logo Recoloring on Perceptual Fluency in Cause-Related Marketing Campaigns

Cited by 7 publications

References 45 publications

Effects of Brand Visual Identity on Consumer Attitude: A Systematic Literature Review

Effects of Brand Visual Identity on Consumer Attitude: A Systematic Literature Review

A Comprehensive Review on Time-honoured Chinese Medicine Brands of Visual Identity

Leveraging Strategic Planning to Navigate Volatile Environments

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